27/09/2025
In 1965, Saul Bass redesigned the corporate identity for Celanese Corporation, a global chemical and materials giant. The original 1920s script logo failed to unify the company’s diverse portfolio, spanning fashion textiles to industrial products. Bass’s solution was a stylized “C” logo, a versatile, abstract spiral that bridged these worlds. Designed for adaptability, it worked across signage, storage tanks, clothing labels, and TV animations. The logo’s vertical and horizontal lock-ups ensured clarity at any scale, paired with a custom sans-serif typeface for uniformity and a warm reddish-orange palette for consistency. This design symbolized Celanese’s progressive identity, replacing fragmented divisional symbols with a unified voice. Used until the 1987 Hoechst acquisition, the logo exemplified Bass’s genius for creating timeless, functional corporate identities that endured for decades.
